Dynamics of Female Buying Behaviour: A Study of Branded Apparels in India

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Dynamics of Female Buying Behaviour: A Study of Branded Apparels in India
Article in International Journal of Marketing Studies · July 2012

DOI: 10.5539/ijms.v4n4p121
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Archives*of*Business*Research*–*Vol.2,*No.5* !
Publication*Date:!October!30,!2014!
DOI:10.14738/abr.25.596!
Rajput,!N.,!&!Khanna,!A.!(2014).!Dynamics!of!Young!Indian!Consumers’!Buying!Behaviour!Towards!Branded!Apparels:!Gender!
Perspective.!Archives)of)Business)Research,!2(5),!84S106!
!
!
Dynamics)of"Young"Indian"Consumers’"Buying"Behaviour"
Towards(Branded(Apparels:(Gender(Perspective*
*
Dr.*Namita*Rajput*
Department!of!Commerce.!Sri!Aurobindo!College!
University!of!Delhi,!India!
* * * * * *
Ms.*Akanksha*Khanna*
School!of!Management!Studies.!IGNOU,!Delhi,!India!
akankshakh@gmail.com1
*
ABSTRACT*
Consumer* market* for* fashion* apparel* has* become* more* varied* by* in* surge* of*
designer* brands,* store* brands,* personalization* and* advertisements* in* the*
global*market*place*of*today.*There*is*an*increase*in*positive*attitude*towards*
western* brands.* Over* the* past* decade,* the* fashion* industry* has* gone* through*
some* major* structural* changes.* This* study* examines* the* insights* of* gender*
perspective* and* throws* light* on* shopping* habits,* brand* awareness,* brand*
preference* of* young* consumers* in* the* apparels* segment.* It* focuses* on* the*
differences* in* the* shopping* orientations* of* male* and* female* shoppers* with*
respect*to*the*various*buying*behaviour*dimensions*divided*into*five*attributes*
i.e.* Store* Attributes,* Product* attributes,* Reference* Groups,* Consumer*
characteristics* and* Promotional* factors.The* results* gathered* can* be* a* useful*
ingredient*for*the*marketer*to*strategize*on*the*basis*of*gender*perspective.*
!
Keywords:* Gender* perspective,! Shopping! Behaviour,! Young! consumers,! Branded!
Apparels,! Store! Attributes,! Product! Attributes,! Consumer! Characteristics,! Reference!
Groups,!Promotional*Factors*
!
INTRODUCTION*
The! apparel! and! clothing! industry! being! positioned! at! first! place! and! also! the! spending! on!
apparel! and! clothing! among! the! customers! are! getting! increased! day! by! day;! it! becomes!
imperative! to! study! the! changing! behaviour! of! consumers.! Over! the! past! decade,! the! fashion!
industry! has! gone! through! some! major! structural! changes.! In! the! fast! evolving! fashion!
industry,! even! the! best! of! plans! and! activities! can! be! undermined! by! economic! changes! and!
actions! of! competitors.! But! what! is! challenging! in! nature! is! the! fashion! trend! cycles! that! are!
accelerating! as! nowadays! the! average! successful! clothing! trend! lasts! for! a! very! short! span! of!
time! i.e.! 6<12! weeks! and! hence! to! gain! from! the! situation! is! more! difficult.! There! is! a! clear!
understanding! amongst! the! retailers! that! a! complete! view! of! the! target! consumers! is! very!
helpful!in!ornamenting!shopping!propensity.!
!
Traditionally,! Indians! preferred! dresses! stitched! by! local! tailors! catered! exclusively! to! local!
demand.!The!growing!awareness!of!brands!since!1980s!and!the!convenience!offered!by!ready<
to<wear! garments! were! largely! responsible! for! the! development! of! the! branded! apparel!
industry! in! India! (Indian! Retail! Report! 2013).! Other! factors! affecting! to! its! growth! are!
considered! as! better! purchasing! power! in! the! hands,! access! to! fashion! trends! outside! the!
country,!and!the!superior!quality!of!fabrics!available!in!the!fashion!market.!1990s!witnessed!a!
drastic!change!in!the!overall!economic!environment!of!the!country!which!is!described!liberal!
* Copyright!©!Society!for!Science!and!Education,!United!Kingdom* 84
Archives!of!Business!Research!(ABR)!
! Vol.2,!Issue!5,!Oct<2014!
trade! and! new! investment! policies.! It! was! seen! the! effects! of! such! liberalized! polices! in! the!
clothing! industry! also.! After! liberalization! of! Indian! economy,! there! emerged! more! than! 100!
leading! brands! that! jostled! for! consumer! mind! space.! Today,! Indians! are! more! inclined! than!
consumers!in!other!markets!to!buy!apparel!for!a!specific!purpose.!Indeed,!38!percent!of!Indian!
respondents!to!a!recent!McKinsey!study!said!they!were!highly!likely!to!buy!apparel!for!special!
events,!a!significantly!higher!proportion!as!compare!to!Brazil!(5%),!Russia!(3%)!or!China!(6%).!
The! growth! of! the! Indian! and! global! fashion! designers! has! encouraged! the! branded! apparel!
market!additionally.!
!
The! purpose! of! this! study! is! to! investigate! buying! behaviour! which! constitutes! buying!
behaviour! dimensions! and! shopping! habits! as! regards! young! Indian! consumers! in! the! age!
group!of!18<25!years.!In!this!competitive!era!marketer!must!be!fully!aware!about!the!customer!
needs! distinctly! and! separately! as! two! groups! males! and! females! as! regards! what! are! they!
expecting!from!a!brand,!how!they!differ!in!their!buying!behaviour,!factors!which!push!them!to!
purchase!a!particular!brand,!their!total!outlay,!shopping!frequency!etc.!to!attain!a!competitive!
edge.! This! vital! information! can! help! the! companies! to! formulate! the! strategies! as! per! the!
customer!needs!&!deliver!them!the!products!which!consumer!want!from!the!company!which!
will! be! profitable! for! the! company! embedding! gender! perspective.! Retailers! and! marketers!
should! understand! the! immense! diversity! among! consumers! if! they! are! to! market! apparel!
accurately!and!successfully.!
!
REVIEW*OF*LITERATURE*
Personal! factors! modify! how! a! male! or! female! is! perceived! and! the! most! important! personal!
factor! is! the! consumer! personality.! Personality! is! a! dynamic! concept! which! changes! with! the!
life!has!gone,!describing!the!growth!and!development!of!human!psychological!setup!which!also!
differ!on!gender!aspect.!Most!of!the!time!products!project!a!“personality”!or!an!image!that!has!
an! appeal! to! the! consumer,! with! which! consumer! (he! or! she)! can! relate! to.! The! point! that! is!
important! from! marketing! point! of! view! is,! given! the! consumer’s! different! and! distinct!
personality! traits! concerning! gender! issue,! the! marketer! should! be! able! to! identify! these!
differences! and! its! influence! on! the! buying! behaviour.! Along! with! many! basic! differences! of!
their! personality,! the! personal! factors! which! affect! the! perception! of! a! consumer! are! the!
occupation,!economic!status,!age,!education!and!social!life.!The!new!brand!or!style!in!outfit!can!
be!perceived!as!a!necessity,!luxury!or!a!super!luxury!product!depending!upon!the!awareness!
and!attitude!towards!particular!item!which!depend!on!anyone!of!the!above!or!the!association!
of! two! or! more.! Many! studies! have! given! insights! about! gender! difference! in! building!
relationships!with!brands.!!
!
According!to!Chen<Yu!and!Seock!(2002),!the!“fundamental!segmentation!of!the!clothing!market!
is!based!on!gender”,!and!gender!therefore!plays!a!vital!role!in!influencing!a!consumer’s!clothing!
selection! and! apparel! buying! behaviour! (Bohdanowicz! and! Clamp! 1994! cited! in! ChenYu! and!
Seock! 2002).! Shopping! is! even! described! by! Dholakia! (1999:)! as! a! “gendered! activity”.! The!
results! revealed! by! these! studies! magnify! the! role! of! women! in! judgment! of! a! brand! and!
consider!women!as!an!active!partner!than!men!in!buying!behaviour.!
!
The!retail!market!in!developed!countries!of!the!world!was!at!the!mature!stage!(Berner!et.'al.,'
2001).! Intense! competition! and! sluggish! population! growth! was! motivating! leading! apparel!
brands! of! the! world! to! enter! in! new! markets! and! attract! new! customers! (Steenkamp! and!
Hofstede,!2002).!The!emergence!of!economies!particularly!India!with!strong!middle!class!was!
impelling! these! apparel! firms’! to! ensure! their! presence! in! such! economies! (Dickson! et.' al.,'
2004).!
!
! Copyright!©!Society!for!Science!and!Education,!United!Kingdom* 85
Rajput,!N.,!&!Khanna,!A.!(2014).!Dynamics!of!Young!Indian!Consumers’!Buying!Behaviour!Towards!Branded!Apparels:!Gender!Perspective.!Archives)of)
Business)Research,!2(5),!84S106!
!
Clothing!is!one!of!the!consumer!products!that!are!vulnerable!to!fashion!dynamics!and!sways!
making! it! important! for! the! marketers! to! test! whether! consumer! loyalty! to! the! brands! has!
changed.! In! sports! apparel,! loyalty! is! a! vital! construct! in! strategic! marketing.! Studies! such! as!
(Hu,!et!al.,2010)!show!that!in!competitive!repeat<purchase!markets,!loyalty!is!shaped!more!by!
the!passive!acceptance!of!brands!than!by!strongly!held!attitudes!about!them.!Wearing!clothes!
is!often!regarded!as!a!habitual!and!everyday!practice.!However,!apparel!has!been!used!not!only!
to! meet! basic! human! needs! (e.g.,! protecting! from! the! elements)! but! also! to! communicate!
identities!(Postrel,!2003).!Wearing!clothing!is!one!of!the!ways!in!which!people!construct!their!
identities! and! have! their! identities! shaped! by! others! (Davis,! 1984;! Kaiser,! 1985;! McCracken,!
1988;!Roach<Higgins!&!Eicher,!1992;!Stone,!1962).!
!
Shopping!behaviour!is!a!complex!and!multidimensional!concept.!Defining!shopping!orientation!
is!extremely!difficult,!due!to!numerous!interrelated!variables.!Although!the!concept!shopping!
orientation!is!described!by!researchers!from!various!perspectives,!certain!major!variables!(or!
concepts)! are! repeated! in! the! different! description.! Stone! (1954)! introduced! the! concept!
shopping! orientation.! He! referred! to! shopping! lifestyles! or! shoppers‟! styles! that! place!
emphasis! on! certain! activities! in! particular.! Other! researchers! added! to! this! definition! by!
pointing! out! that! shopping<specific! lifestyles! encompass! shopping! activities,! interests,! and!
opinions.! The! definitions! of! shopping! orientation! reflect! a! view! of! shop<ping! as! a! complex!
personal,!economic,!social!and!recreational!phenomenon!(Darden!and!Howell,!1987;!Shim!and!
Kotsiopulos! 1993).! Shoppers! with! different! shopping! orientations! reveal! different! consumer!
characteristics!and!differences!in!market!behaviour,!including!different!needs!and!preferences!
for!information!sources,!store!preferences!and!store!attributes!(Shim!and!Kotsiopulos,!1992).!
!
CONCEPTUAL*FRAMEWORK*AND*RESEARCH*OBJECTIVES*
Conceptual*Framework*
On! the! basis! of! the! previous! studies! undertaken! in! this! area,! a! number! of! factors! have! been!
identified!which!affect!the!perception!of!customers!in!respect!of!brands!and!consequently!their!
evaluation.! These! factors! have! been! incorporated! in! the! current! study! as! five! dimensions! of!
buying! behaviour! model! which! influence! the! purchase! intentions! of! the! customer.! These!
include! store! attributes,! product! attributes,! Reference! groups,! consumer! characteristics! and!
promotional!factors.!
*
Store*Attributes*
Store! attributes! are! the! store! atmospherics! and! characteristics! like! facilities! in! the! store,!
services!provided!by!the!store,!store!format!etc.!which!influence!the!consumer!apparel!buying!
behaviour.!(Gurunathan,!2013).!The!retail!stores!play!major!role!in!influencing!consumers!for!
both! store! and! manufacturer’s! brands.! Attitude! toward! promoted! brands! is! characterized! by!
positive! store! image,! smart! shopper! self<perception,! need! for! affiliation,! and! money! attitude!
regarding!power<prestige!and!anxiety.!However,!attitude!of!consumers!towards!store!brands!is!
determined! by! more! positive! store! image,! price! advantage,! range! of! products! to! exercise!
buying! options,! loyalty! and! trust! related! factors! (Liu! and! Wang,! 2008).! In! the! present! study,!
this!attribute!comprises!variety,!post!transaction!services,!services!by!staff,!physical!facilities!
and!membership!facilities.!
*
Product*Attributes*
Product!attributes!are!the!product!feature!such!as!product!quality,!price,!style,!design,!colour!
etc.!Kwan!et!al!(2004)!identified!five!factors!in!clothing!choice!criteria!viz.!named!product!and!
self<image!related!criteria,!style!and!quality!related!criteria,!durability!and!easy!care,!fit!and!sex!
appropriateness,! and! price.! Product! quality! refers! to! the! features! or! characteristics! of! a!
! URL:*http://dx.doi.org/10.14738/abr.25.596!* 86!
!
product!or!service!that!is!able!to!satisfy!the!stated!or!implied!customer!needs.!In!other!words,!
product!quality!can!be!defined!as!“fitness!for!use”!or!‘conformance!to!requirement”!(Russell<
Bennett,! McColl<Kennedy! &! Coote,! 2007).! In! this! study,! product! attribute! dimension! includes!
price,!fit,!quality,!style!and!durability!
*
Reference*Groups!
The! youth! of! today! generally! seek! acceptance! from! their! peers! to! boast! their! self<confidence!
and!to!blend!with!their!social!surrounding.!Reference!groups!are!the!external!influencers!like!
television! programmes,! magazines,! consumers’! favourite! celebrities! or! stars,! friends,! family!
members,! other! persons! etc.! who! influence! the! apparel! buying! behaviour! of! the! consumers.!
This! dimension! in! the! present! study! is! measured! by! influence! of! family! and! friends,! past!
experience,!Internet,!TV/Magazines!and!Celebrity!influence!
*
Consumer*Characteristics*
Consumer! characteristics! approach! seemed! to! be! the! most! powerful! and! explanatory! as! it!
focused!on!the!mental!orientation!of!consumers!in!making!decisions.!Consumer!characteristics!
are!the!consumer!attributes!like!involvement,!fashion!&!brand!consciousness,!loyalty,!emotion!
etc.! which! differs! from! consumer! to! consumer! and! also! have! effect! on! apparel! buying!
behaviour.! In! this! study! this! dimension! is! measured! under! the! indicators! viz.! fashion!
consciousness,!store!image,!impulsive!buying!behaviour,!brand!loyalty,!and!preference!to!wear!
and!try!before!purchase.!
*
Promotional*Factors*
These!are!the!various!promotional!techniques!used!by!the!marketer!to!attract!a!large!consume!
base.! Duncan! (2005)! states! that! advertising! has! historically! been! the! main! communication!
choice!for!marketers!as!it!can!quickly!increase!brand!awareness!and!brand!knowledge!though!
advertising!impact!is!difficult!to!measure.!Advertising!plays!a!conspicuous!role!in!marketing!as!
it! operates! more! visibly! than! other! marketing! variables! (Eadie! et' al.,! 1999).! In! the! present!
study,!this!dimension!includes!pricing!techniques,!social!media,!in<!store!promotions,!celebrity!
endorsements,!and!visual!display.!
!
Research*Objectives!
The! present! study! seeks! to! investigate! the! buying! behaviour! which! constitutes:! buying!
behavior! dimensions,! shopping! habits! such! as! shopping! expenditure! and! frequency! giving! a!
gender! perspective! view! and! examine! different! factors! influencing! young! consumers! buying!
behaviour!in!apparel!retail!segment.!.!!
This!objective!has!been!categorized!into!following!sub<objectives!as!listed!hereunder.!
1. To!identify!the!differences!in!buying!behavior!dimensions!between!males!and!female!
2. To!identify!the!differences!in!shopping!expenditure!between!males!and!females!
3. To!identify!the!differences!in!shopping!frequency!between!males!and!females!
To!achieve!the!above!objectives!following!hypotheses!were!formed:!
!
H1:!!!Males!and!females!carry!out!differences!in!their!buying!behaviour!dimensions.!
H2:**Males!and!females!carry!out!differences!in!their!shopping!expenditure!!
H3:**Males!and!females!carry!out!differences!in!their!shopping!frequency!
!
Rationale*Of*The*Study*
As!suggested!by!Maslow’s!hierarchy!of!needs,!all!humans!have!a!need!for!clothing,!whether!to!
satisfy!a!physiological!need,!for!both!privacy!and!protective!reasons,!or!in!order!to!meet!needs!
related! to! esteem! and! belongingness! (Hawkins,! Mothersbaugh! and! Best! 2007).! Thus,! some!
!
!
money!will!be!spent!throughout!their!lifetime!on!the!purchase!of!various!garments!to!satisfy!
these!needs!(Hawkins!et'al.'2007).!It!is,!therefore,!useful!to!investigate!the!capital<and!people<
intensive,! substantial! clothing! industry! of! India,! particularly! in! terms! of! the! branded! apparel!
buying! behaviour! of! young! consumers! in! the! age! group! of! 18<25! years.! The! need! for! this!
research!is!due!to!the!multifaceted!and!complex!nature!of!the!shopping!habits!with!regards!to!
these!consumers,!especially!within!a!multicultural!society!such!as!India.!
!
These! insights! of! young! consumer! behavior! will! be! imperative! in! strategy! formulation! and!
facilitate! to! gain! from! the! situation! which! is! instrumental! in! increasing! the! turnover.! This!
segment!of!society!i.e.!young!consumers!is!very!important!group!amongst!all!the!groups!in!the!
society! because! major! purchases! in! the! family,! is! done! for! this! segment! and! revolves! around!
this! segment.! This! makes! it! all! the! more! important! to! understand! the! psychology,! mindset,!
motivators,!satisfiers!and!dissatisfiers.!The!target!segment!was!selected!looking!at!the!Indian!
existing!and!expected!demographics!which!serves!as!a!major!clientele!to!the!apparel!industry!
in!India.!Today’s!teenagers!are!not!only!a!more!powerful!segment!but!probably!one!of!the!most!
profitable.!Within!Generation!Y,!a!sub<generation,!referred!to!as!the!“Twixters”!and!aged!18!to!
25,!has!been!identified!and!referred!to!as!a!“larger!phenomenon”!in!today’s!society!(Grossman!
2005).! Grossman! (2005)! explains! that,! “in! the! past,! people! moved! from! childhood! to!
adolescence!and!from!adolescence!to!adulthood,!but!today!there!is!a!new,!intermediate!phase!
along! the! way.! The! years! from! 18! until! 25! and! even! beyond! have! become! a! distinct! and!
separate! life! stage,! a! strange,! transitional! never<never! land! between! adolescence! and!
adulthood! in! which! people! stall! for! a! few! years”.! The! individuals! caught! up! in! this! so<called!
pause!in!the!natural!progression!of!life!are!referred!to!as!being!“betwixt!and!between”,!hence!
the!name!“Twixters”!(Grossman!2005).!This!subgroup!of!Generation!Y,!which!accounts!for!over!
one<third!of!this!generation!(Martin!and!Turley!2004),!is!thus!the!chosen!sample!of!this!study.!!!
*
RESEARCH*METHODOLOGY*
The!present!study!is!based!on!a!sample!frame!of!500!respondents!consisting!of!students!and!
working!professionals!of!Delhi/NCR,!Bangalore!and!Chandigarh!area!in!the!age!group!of!18<25!
years.! The! questionnaire! was! self<administered! in! the! colleges! and! was! also! sent! through!
emails! and! social! networking! sites! like! Facebook! and! linked! in.! Five! hundred! and! fifty!
questionnaires!were!distributed!but!five!hundred!questionnaires!were!elucidated!and!used!for!
the!final!analysis!after!eliminating!those!that!were!partially!completed.!!
!
The! final! questionnaire! comprised! of! 3! parts! with! a! total! of! 35! questions.! Section! I! of! the!
questionnaire! contained! 4! questions! on! demographic! factors! of! the! respondents! including!
gender,!Age,!Education!and!Occupation.!Section!II!of!the!questionnaire!consists!of!6!questions!
on!Branded!apparels!and!shopping!habits!including!Brand!awareness,!brand!preferences,!place!
preference,! shopping! for! special! occasions,! shopping! frequency! and! shopping! expenditure.!
Section!III!of!the!questionnaire!contained!25!questions!relating!to!25!traits!corresponding!to!5!
apparel! buying! behaviour! dimensions! viz.,! Store! Attributes! (Services! by! staff,! Membership!
facilities,! Physical! facilities,! Post! transaction! services,! Variety),! Product! Attributes! (Fit,!
Durability,! Style,! Price,! Quality)! ,Reference! Groups! (Influence! of! family! and! friends,! celebrity!
influence,! Past! Experience,! TV/magazines,! Internet),! Consumer! characteristics! (Fashion!
consciousness,! Preference! to! wear! and! try! before! purchase,! Impulse! buying! behaviour,! Store!
image,! brand! loyalty)! and! Promotional! factors(! Social! media,! In<! store! promotions,! pricing!
techniques,!visual!displays,!Celebrity!endorsements).All!these!questions!were!measured!with!a!
5!point!Likert!Scale!that!ranged!from!strongly!disagree!(1)!to!strongly!agree!(5).!
!
!
The! empirical! results! and! analysis! have! been! presented! section! wise.! In! the! first! section,!
Reliability! and! Equivalence! of! Various! Items! in! Apparel! Buying! Behaviour! Dimensions* was!
determined! by! observing! Cronbach’s! alpha! values.! The! second! section! is! emphasizing! on!
general!information!about!respondents!in!terms!of!their!Brand!awareness,!Brand!preference,!
shopping!frequency!and!shopping!expenditure!and!other!shopping!habits.*
*
In! the! third! section,! differences! in! buying! behavior! dimensions! between! males! and! females!
have! been! analyzed.! Lastly,! in! the! Fourth! section! differences! in! Shopping! expenditure! and!
shopping!frequency!between!males!and!females!have!been!evaluated.!
*
DATA*ANALYSIS*AND*INTERPRETATIONS*
Demographic*Descriptive*
Table!1!below!shows!that!64percentage!of!respondents!were!females,!36!percent!were!in!the!
age!group!of!21<24!years,!44!percent!were!under!graduates!and!64!percent!were!students.*
*
Table*1*Demographic*descriptive*
Demographics! Frequency! Percentage! Cumulative!Percentage!
GENDER! ! ! ! !
! Male! 178! 36! 36!
! Female! 322! 64! 100!
! Total! 500! 100! !
AGE! ! ! ! !
! 18<21! 321! 64! 64!
! 21<25! 179! 36! 100!
! Total! 500! 100! !
EDUCATION! ! ! ! !
! UG! 221! 44! 44!
! PG! 170! 34! 78!
! Above!PG! 109! 22! 100!
! Total! 500! 100! !
OCCUPATION! ! ! ! !
! Student! 318! 64! 64!
! !Employee! 112! 22! 86!
! Self!employed! 70! 14! 100!
! Total! 500! 100! !
*
Reliability*Analysis*
Reliability! and! Equivalence! of! Various! Items! in! Apparel! Buying! Behaviour! Dimensions! was!
determined!and!Cronbach’s!alpha!values!were!observed.!
!
From! the! Table! 2! below,! all! the! five! dimensions! of! buying! behaviour! i.e.! store! attributes,!
product! attributes,! reference! groups,! consumer! characteristics! and! promotional! factors!
achieved! a! high! Cronbach’s! alpha! coefficient,! suggesting! high! reliability! (greater! than! 0.6!
recommended!by!Nunally!and!Bernstein)!and!internal!consistency.!The!results!of!Hotelling’s!T<
squared! test! confirmed! that! the! mean! of! different! apparel! buying! behaviour! items! under! the!
five! dimensions! was! significantly! differ! from! each! other! at! 1percent! level.! This! shows! that!
there!is!no!equivalence!between!all!the!25!items!and!that!they!are!different.!
!
*
!
!
Table*2:*Reliability*Analysis*
Dimensions! No.! of! Cronbach’s! Cronbach’s! Hotelling’s! F! Df! p<
Items! Alpha! Alpha! Based! T<Squared! value! value!
on! Test!
Standardized!
Items!
Store!Attributes! 5! .879! .882! 191.60! 47.61! 4,496! .000!
Product! 5! .928! .929! 425.21! 31.11! 4,496! .000!
Attributes!
Reference! 5! .875! .826! 79.46! 19.74! 4,496! .000!
Groups!
Consumer! 5! .925! .925! 380.69! 44.90! 4,496! .000!
characteristics!
Promotional! 5! .827! .830! 793.86! 48.18! 4,496! .000!
Factors!
*
Basic*Information:*Branded*apparels*
This! section! gives! general! information! and! views! about! the! sample! respondents! on! Brand!
Awareness!and!shopping!habits.!
!
Brand!Awareness!and!shopping!habits!
Accessibility! of! branded! apparels! among! Indians! has! transformed! as! in! the! past,! very! few!
consumers! could! afford! them.! The! landscape! of! brand! awareness! in! India! is! changing! and!
people!are!very!much!aware!of!the!brand!culture!prevalent!in!our!country.!Young!Consumers,!
today!are!cognisant!of!most!of!the!national!and!International!brands.!As!shown!in!in!Fig!1,!(A),!
97!percent!of!the!respondents!said!that!they!buy!branded!apparels.!Foreign!companies!seek!to!
capture! the! attention! of! the! young! consumers! through! various! promotional! techniques! and!
advertising.!Consequently,!Brands!create!awareness!in!the!consumers!mind!even!before!they!
are! available! in! the! stores! and! once! they! are! out! in! the! market,! consumers! are! geared! up! to!
search!for!these!and!purchase!them.!
!!
Also!the!increase!purchasing!power!of!many!urban!Indians!has!led!to!more!people!being!able!
to!afford!branded!apparels.!In!fig!1,!(B)!it!is!exhibited!that!35!percent!of!the!respondents!prefer!
to! buy! national! brands! and! 40! percent! of! respondents! prefer! to! buy! a! combination! of! both!
national! and! international! brands.! McKinsey! conducted! a! proprietary! research! project! on!
apparel<shopping! attitudes! and! behaviour! and! concluded,! that! as! consumers! have! greater!
disposable!income,!they!increasingly!spend!their!money!on!items!beyond!the!basic!necessities.!
One!of!the!first!categories!to!feel!this!change!is!apparel.!
!
When!respondents!were!asked!that!where!they!go!for!shopping!for!apparels,!a!major!segment!
i.e.!68!percent!as!shown!in!Fig!1,!(C)!responded!that!they!prefer!malls!over!traditional!shops!
and! e<shopping.! This! is! primarily! on! account! of! convenience! offered! to! them! in! terms! of!
assortment! of! wide! variety! of! stocks! in! terms! of! styles,! colour,! price! range,! brands,! sizes! etc.!
which! they! can! try! before! purchase! all! at! one! place.! This! trend! highlights! the! mall! mania!
amongst!the!youth!and!the!craze!for!shopping!there.!Also!the!pleasure!of!shopping!is!enhanced!
with!various!recreational!facilities!like!Cineplex’s,!eating!joints,!games!zones!like!bowling!etc.!
which!makes!them!stay!for!long!within!the!mall.!!
!
For! Indian! shoppers,! Consumers’! wardrobe! is! shifting! from! need<! based! clothing! to! occasion!
specific! dressing! and! is! gradually! becoming! more! detail<! oriented! (Textile! and! apparel!
!
compendium!2012,!Technopak).Most!of!the!youngsters!today!buy!apparels!for!special!events!
or!occasions.! Occasion! specific! dressing!and! important! festivals!also!many! a! times! influences!
impulse! buying! amongst! the! youth.! In! a! country! like! India,! youngsters! are! mostly! in! festive!
mood!due!to!various!festival!occasions!round!the!year!which!acts!as!a!powerful!stimulant.!The!
Indian!consumer!is!clearly!enjoying!the!modern!trade!shopping!experience!and!is!increasingly!
shopping!there,!as!is!evident!from!the!increased!spending!at!modern!stores.!Fig!1,!(D),!shows!
that!89!percent!of!the!respondents!buy!clothing!for!special!events!or!festivals.!
!
Consumer’s! response! to! the! frequency! of! purchasing! branded! apparel! exhibited! that! most! of!
them! indulge! in! shopping! for! apparels! occasionally.! Fig! 1,! (E),! exhibits,! 60! percent! of! the!
respondents! buying! branded! apparels! occasionally.! As! discussed! that! the! aspirations! of!
purchasing!apparels!are!constantly!changing!in!the!youth’s!mind,!marketers!must!understand!
their!shopping!behaviour!and!make!persistent!marketing!efforts!to!transmit!the!frequency!of!
buying! behaviour! from! occasionally! to! frequently.! This! could! be! done! through! various!
promotional!offers!which!can!act!as!a!powerful!stimulant!for!a!consumer!to!visit!the!store!and!
shop.!!
!
!
Fig*1:*Brand*Awareness*and*Shopping*Habits*
!
!
!
Given!the!inflationary!pressures!on!the!household!budget,!Indian!consumers!have!become!all!
the! more! value! conscious! .The! access! to! both! modern! and! traditional! trade! formats! coupled!
with!an!awareness!of!various!deals!being!offered!in!the!market,!allows!the!consumer!to!make!a!
more! informed,! value<for<money! shopping! decision.! People! in! India! are! price! sensitive! and!
don’t!prefer!spending!more!than!5000!rupees!each!time!they!go!out!for!shopping.!This!gives!a!
clear!indication!to!marketer!as!majorly!the!Indian!consumers!are!under!Middle!income!group!
segment!(as!per!the!census!2011!report,!The!Indian!middle!class,!target!consumers!for!many!
companies,!is!expected!to!swell!up!to!267!million!people!in!the!next!five!years,!up!67!per!cent!
from! the! current! levels)! and! on! account! of! income! constraint! don’t! wish! to! spend! beyond! a!
limit.! Marketers! must! embed! this! buying! behaviour! while! formulating! their! strategies! and!
come! up! with! low! range! or! eco! range! of! products! to! encourage! the! consumers! to! buy! which!
could!eventually!lead!to!an!increase!in!the!shopping!expenditure.!Fig!1,!(F),!!below!shows!that!
25! percent! ! of! respondents! prefer! less! than! 3000! rupees,! 45! percent! spend! somewhere!
between!rupees!3000<6000,!20!percent!between!6000<9000!rupees!while!only!10!percent!end!
up!spending!in!the!range!of!9000<12000!!
*
Buying*behaviour*dimensions:*Gender*Perspective*
For! the! analysis,! the! sample! respondents! have! been! classified! on! the! basis! of! gender! i.e.!
females! and! males.! Statistical! comparisons! have! been! made! between! variables! across! males!
and! females! using! a! student! sample! t<test! to! establish! if! the! means! are! statistically! different.!
The!hypothesis!to!be!tested!is:!
!
H1!:!Males!and!females!carry!out!differences!in!their!buying!behaviour!dimensions.!
!
Tests!of!Normality!
!In!order!to!conduct!Independent!Sample!Student!t<test,!the!data!needs!to!meet!the!assumption!
of!normality.!The!different!dimensions!of!buying!behavior!across!genders!i.e.!males!and!females!
were! normally! distributed,! as! assessed! by! Shapiro<! wilks! test! (p>.05)! (Shapiro! &! Wilk,! 1965;!
Razali! &! Wah! ,2011).! A! Levene’s! test! verified! the! equality! of! variances! in! the! samples!
(homogeinity!of!variance)(p>.05)!(Martin!&!Bridgmon,!2012).!
The! independent! samples! t<! test! was! used! to! find! a! difference! between! the! means! of! two!
independent! samples,! which! in! this! study! refers! to! females! and! males! with! respect! to! the!
attributes!applied!while!choosing!branded!apparel.!The!results!are!as!follows:!
!
Store!Attributes!
To! make! analysis,! table! presentations! have! been! made.! Table! 5.4! shows! the! t<values! of!
variables!under!store!attributes!of!sample!males!and!females.!!!
!
!
Table*3*Variables*considered*under*store*attributes*of*buying*behaviour*for*males*and*females***
!! Levene's! t<test!for!Equality!of!Means!
Test! for!
Equality! of!
Variances!
F! Sig.! T! Df! Sig.! Mean! Std.! Error! 95%!
(2< Difference! Difference! Confidence!
tailed)! Interval!!
Lower! Upper!
Services! of! Equal! 1.417! .234! <.072! 498! .943! <.006! .086! <.176! .164!
staff! variances!
assumed!
Equal! !! !! <.073! 387.071! .942! <.006! .085! <.173! .160!
variances!
not!
assumed!
Membership! Equal! .418! .518! .164! 498! .870! .015! .094! <.169! .200!
facility! variances!
assumed!
Equal! !! !! .165! 370.028! .869! .015! .094! <.169! .200!
variances!
not!
assumed!
Physical! Equal! 1.259! .262! 3.12! 498! .044! .009! .085! <.158! .177!
facility! variances!
assumed!
Equal! !! !! 3.10! 381.420! .036! .009! .084! <.156! .175!
variances!
not!
assumed!
Post< Equal! 2.486! .116! <1.046! 498! .296! <.107! .102! <.307! .094!
transaction! variances!
services! assumed!
Equal! !! !! <1.069! 390.037! .286! <.107! .100! <.303! .089!
variances!
not!
assumed!
Variety! Equal! 4.209! .141! 2.02! 498! .024* <.050! .106! <.259! .158!
variances!
assumed!
Equal! !! !! 2.08! 396.706! .029! <.050! .103! <.253! .153!
variances!
not!
assumed!
!
The!results!of!the!t<test!presented!in!the!above!table,!reveal!that!significant!differences!were!
found!in!the!level!of!importance!attributed!by!female!and!male!respondents!to!the!attributes!of!
Physical*facilities!in!a!store!and!Variety.!The!independent!sample!t<test!was!associated!with!a!
statistically!significant!effect!with!t!(498)!=3.12,!p=.044!for!Physical!facility!and!t!(498)!=!2.02,!
p=.024! for! Variety.! Thus! we! may! say! that! female! consumers! are! more! concerned! about! the!
physical!facilities!in!a!store!in!terms!of!spaciousness,!adequate!and!convenient!number!of!trial!
rooms!to!the!customers!with!sufficient!lighting!and!mirrors!as!is!revealed!by!the!survey!where!
70!percent!of!the!female!respondents!responded!that!for!them!Physical!facilities!in!a!store!are!
extremely!important,!whereas!only!40!percent!of!their!male!counterparts!favoured!in!favour!of!
this!variable.!With!respect!to!variety,!82!percent!of!females!responded!that!it!is!important!for!
them! that! the! store! they! go! to! shop! for! apparel! has! wide! assortment! of! stock! so! that! it!
facilitates!them!to!make!an!easier!choice.!For!males!on!the!contrary,!only!53!percent!strongly!
!
!
agreed! in! favour! of! this! variable.! This! is! supported! by! Chen<Yu! and! Seock! (2002)! who!
conducted! a! study! to! investigate! the! clothing! purchase! motivations,! information! sources! and!
selection!criteria!of!young!male!and!female!consumers,!aged!between!13!and!19.!Their!findings!
revealed! that,! “for! both! male! and! female! participants,! price! was! the! most! important! store!
selection!criterion”!(Chen<Yu!and!Seock!2002).!Furthermore,!“female!participants!considered!
product! variety/availability! and! store! display! significantly! more! important! than! male!
participants”,!while!there!were!no!significant!differences!between!males!and!females!in!terms!
of! perceptions! of! importance! regarding! the! attributes! of! store! environment/community!
involvement! and! customer! service/store! image,! thus! “assigning! similar! weights! to! the!
importance”!of!these!factors!(Chen<Yu!and!Seock!2002).!!
!
Dholakia! (1999)! concurs! with! Chen<Yu! and! Seock! (2002)! and! also! suggests! that! “the! female!
patron! will! continue! to! be! the! main! target! of! store! layout! and! design! efforts”.! In! the! study!
conducted!by!Chen<Yu!and!Seock!(2002),!the!attribute!of!Product!variety/availability!included!
dimensions! such! as! availability! of! different! sizes,! wide! variety! of! different! styles,! and!
availability! of! well<known! brands,! while! the! attribute! of! store! display! also! refers! to! factors!
such!as!window!and!product!displays,!and!attractive!store!layout!!(Chen<Yu!and!Seock!2002).!A!
possible! explanation! for! the! female! participants! regarding! these! attributes! to! be! more!
important! than! the! male! participants! may! be! due! to! the! females! shopping! motivation! of!
recreation,! as! “product! variety! and! store! display! increase! the! fun! and! enjoyment”! (Chen<Yu!
and!Seock!2002).!
!
Since! females! are! more! emotional! in! their! appeal,! the! buying! environment! may! play! a! more!
important!role!for!women!customers.!They!see!shopping!as!a!fun,!joyful!and!hedonic!activity!
and!look!forward!to!this!communal!event!with!cheerful!prospects.!!
!
Product!Attributes!
To!make!analysis,!table!presentations!have!been!made.!Table!4!on!next!page!shows!the!t<values!
of!variables!under!product!attributes!of!sample!males!and!females.!!!
!
The!results!of!the!t<test!presented!in!the!table!below,!reveal!that!significant!differences!were!
Style!of!apparels.!The!independent!sample!t<test!was!associated!with!a!statistically!significant!
effect!with!t!(498)!=2.01,!p=.039!for!Style!attribute.!It!is!revealed!by!the!survey!that!81!percent!
of!the!female!respondents!responded!that!while!buying!apparel,!it!is!of!utmost!importance!that!
they! should! be! stylish! and! suit! to! their! personality,! whereas! only! 56! percent! of! their! male!
counterparts!favoured!in!favour!of!this!variable!This!is!supported!by!Zhang!et'al.'(2002)!who!
concurs!that,!of!all!the!demographic!variables,!“Gender!is!the!one!that!has!significant!impacts!
on!the!importance!of!most!of!the!attributes”.!Accordingly,!it!was!found!that!the!female!Chinese!
consumers! regarded! the! attributes! of! fit,! comfort,! style,! colour! and! easy! care! to! be! more!
important!compared!to!the!male!respondents!with!regard!to!choosing!casual!clothing,!whereas!
there! was! no! significant! difference! in! the! importance! ratings! of! price,! workmanship! and!
trendiness!between!the!two!genders!(Zhang!et'al.'2002).!!
!
*
*
!
Table*4P*Variables*considered*under*product*attributes*of*buying*behaviour*for*males*and*
females*
! Levene's!Test! t<test!for!Equality!of!Means!
! for! Equality!
of!Variances!
F! Sig.! T! df! Sig.! Mean! Std.! Error! 95%!Confidence!
(2< Difference! Difference! Interval! of! the!
tailed)! Difference!
Lower! Upper!
Fit! Equal! 1.297! .255! <1.121! 498! .263! <.111! .099! <.307! .084!
variances!
assumed!
Equal! !! !! <1.144! 388.282! .253! <.111! .097! <.303! .080!
variances!
not!
assumed!
Durability! Equal! 2.299! .130! <.483! 498! .629! <.044! .092! <.224! .136!
variances!
assumed!
Equal! !! !! <.495! 392.658! .621! <.044! .089! <.220! .131!
variances!
not!
assumed!
Style! Equal! 1.465! .227! 2.01! 498! .039! <.016! .099! <.210! .177!
variances!
assumed!
Equal! !! !! 2.05! 380.261! .031! <.016! .097! <.208! .175!
variances!
not!
assumed!
Price! Equal! .524! .469! <.982! 498! .327! <.093! .095! <.280! .094!
variances!
assumed!
Equal! !! !! <.992! 376.329! .322! <.093! .094! <.279! .092!
variances!
not!
assumed!
Quantity! Equal! 2.038! .154! <1.139! 498! .255! <.118! .103! <.321! .085!
variances!
assumed!
Equal! !! !! <1.149! 374.582! .251! <.118! .103! <.320! .084!
variances!
not!
assumed!
!
Style!is!a!form!of!Self!Expression!that!help!the!youngsters!to!cope!with!social!situations.!The!
right! style! provides! them! with! acceptance! and! identity! among! peers! and! makes! them! feel!
trendy.! According! to! (Cox! and! Dittmar! 1995! cited! in! Bakewell! et' al.' 2006),! female! students!
perceive! clothes! “in! terms! of! their! symbolic! value! for! gaining! approval! and! acceptance! from!
peers”!!
!
Reference!Groups!
To!make!analysis,!table!presentations!have!been!made.!Table!5!shows!the!t<values!of!variables!
under!reference!groups!of!sample!males!and!females.!!!
!
!
!
Table*5*PVariables*considered*under*reference*group*of*buying*behaviour*for*males*and*females**
! Levene's! t<test!for!Equality!of!Means!
! Test! for!
Equality! of!
Variances!
F! Sig.! t! Df! Sig.! Mean! Std.! Error! 95%!
tailed)! Interval! of! the!
Difference!
Lower! Upper!
Influence! of! Equal! .004! .949! 2.12! 498! .031! <.017! .110! <.234! .199!
family! of! variances!
friends! assumed!
Equal! !! !! 2.17! 363.118! .029! <.017! .110! <.235! .200!
variances!
not!
assumed!
Celebrity! Equal! 3.225! .073! <1.215! 498! .225! <.128! .105! <.334! .079!
Influence! variances!
assumed!
Equal! !! !! <1.200! 352.253! .231! <.128! .106! <.337! .082!
variances!
not!
assumed!
Past! Equal! 1.513! .219! <.266! 498! .790* <.025! .096! <.214! .163!
Experience! variances!
assumed!
Equal! !! !! <.271! 384.160! .787! <.025! .094! <.210! .160!
variances!
not!
assumed!
TV/Magazine! Equal! .676! .411! <.805! 498! .421! <.092! .114! <.317! .133!
variances!
assumed!
Equal! !! !! <.812! 374.013! .417! <.092! .113! <.315! .131!
variances!
not!
assumed!
Internet! Equal! .917! .339! <.871! 498! .384! <.098! .113! <.320! .123!
variances!
assumed!
Equal! !! !! <.885! 381.920! .377! <.098! .111! <.317! .120!
variances!
not!
assumed!
!
Influence* of* family* and* friends.! The! independent! sample! t<test! was! associated! with! a!
statistically! significant! effect! with! t! (498)! =! 2.12,! p=.031.The! survey! results! revealed! that! 63!
percent!of!females!strongly!agree!that!family!and!friends!hold!a!strong!opinion!for!them!while!
they! are! shopping! for! apparels.! For! males,! 51! percent! strongly! agreed! regarding! the!
importance! of! this! variable.! As! stated! earlier,! female! students! perceive! clothes! “in! terms! of!
their!symbolic!value!for!gaining!approval!and!acceptance!from!peers”!(Cox!and!Dittmar!1995!
cited! in! Bakewell! et'al.'2006).! Zhang! et'al.'(2002).! It! has! been! suggested! that! individuals! are!
more! susceptible! to! reference! group! influence! when! the! product! is! conspicuous! and! publicly!
!
consumed!(Bearden!and!Etzel,!1982;!Makgosa!and!Mohube,!2007)!such!as!fashion!apparel!and!
accessories.!Females!place!greater!value!on!promoting!and!maintaining!relationships.!They!are!
highly! conscious! and! concerned! with! promoting! interpersonal! harmony! (Rosenberg! and!
Simmons,!1975).!Females!tend!to!discuss!consumption!matters!with!peers,!such!as!information!
search,!purchase!decisions!and!brand!preferences!more!frequently!than!males!(Mangleburg!et!
al.! 1997;! Moschis! and! Mitchell! 1986).! Differences! have! also! been! observed! with! respect! to!
parental! influence.! For! instance,! females! have! in! the! past! demonstrated! a! higher! degree! of!
parental!influence!as!compared!to!males!(Feltham,!1998).!In!addition,!gender!differences!have!
also! been! observed! with! respect! to! friends,! siblings! and! media! influence! (Wilson! and!
MacGillivray,! 1998).! Feltham! (1998)! also! reported! that! females! have! demonstrated! a! higher!
degree!of!parental!influence!as!compared!to!males.!The!findings!are!contradictory!to!the!study!
conducted! by! (Bearden! and! Etzel,! 1982;! Makgosa! and! Mohube,! 2007)! who! suggested! that!
males,!rather!than!females,!are!more!likely!to!purchase!designer!label!brands!to!be!accepted!by!
their!friends.!
!
Consumer!Characteristics!
under!consumer!characteristics!of!sample!males!and!females.!!!
!
The!results!of!the!t<test!presented!in!the!table!below,!reveal!that!significant!differences!were!
Preference* to* wear* and* try* before* purchase,! Store* image! and! Brand* Loyalty.! The!
independent! sample! t<test! was! associated! with! a! statistically! significant! effect! with! t! (498)!
=2.13,!p=.014!for!Preference!to!wear!and!try!before!purchase,!t!(498)!=!2.15,!p=!.035!for!Store!
Image! and! t! (498)! =! 2.16,! p=.023! for! Brand! loyalty.! Survey! results! revealed! that! 68! percent!
females! prefer! to! wear! and! try! the! product! before! purchasing! it! while! in! case! of! males! this!
figure! stood! at! 54! percent.! For! store! image,! 73! percent! females! strongly! agreed! that! store!
image!is!important!for!them!and!69!percent!of!them!said!they!tend!to!visit!the!same!shop!for!
buying!a!particular!brand!and!hence!are!more!store!loyal!and!brand!loyal!as!compared!to!their!
male!counterparts!with!a!huge!difference!as!only!44!percent!of!males!agreed!that!store!image!
is!important!to!them!while!38!percent!tend!to!be!brand!loyal!customers.!!!Lysonksi!et!al.!(1996)!
indicated! that! the! consumer! characteristics! approach! seemed! to! be! the! most! powerful! and!
explanatory!as!it!focused!on!the!mental!orientation!of!consumers!in!making!decisions.!This!is!
in! coherence! with! previous! studies! .With! regard! to! the! specific! shopping! behaviour! and!
preferences!of!males!and!females,!“women!want!choice,!and!they’re!willing!to!try!on!way!more!
articles!of!clothing!than!men!are!to!find!the!right!thing”!(Yarrow!and!O’Donnell!2009),!while!
“men,!on!the!other!hand,!view!lots!of!choice!as!overwhelming”!(Yarrow!and!O’Donnell!2009).!
Accordingly,! women! “may! be! more! apt! to! bargain<hunt! when! it! comes! to! fashion”! (Smith!
2008),! while! men! are! “more! focused! on! solutions! than! on! options”! (Yarrow! and! O’Donnell!
2009).!Furthermore,!according!to!Mulpuru,!a!Research!Analyst,!“men!tend!to!value!their!time!
more”! (Smith! 2008)! and! are! thus! “much! more! forthright! than! women! in! expecting! quick!
checkout!service”!(Yarrow!and!O’Donnell!2009).!Men!do!not,!however,!“like!to!ask!for!advice,!
insight,! or! different! sizes”! (Yarrow! and! O’Donnell! 2009).! With! regard! to! online! shopping! in!
particular,! men! have! been! described! as! a! “retailer’s! dream”! as! they! “spend! more,! make! snap!
decisions,! and! return! less! stuff”! (Smith! 2008).! Ultimately,! men! and! women! use! fashion! in!
different!ways:!“women!tend!to!enjoy!fashion!in!its!own!right,!as!creative!expression!and!as!a!
social! vehicle”,! while! “men! use! fashion! and! dressing! in! a! solution<focused! way”! (Yarrow! and!
O’Donnell!2009).!!!
!
!
!
!
Table*6P*Variables*considered*under*consumer*characteristics*of*buying*behaviour*for*males*
and*females**
! Test! for!
Equality! of!
Variances!
F! Sig.! T! df! Sig.! Mean! Std.! Error! 95%!
Difference!
Lower! Upper!
Preference! to! Equal! .000! .989! 2.13! 498! .014* <.068! .114! <.293! .157!
wear! and! try! variances!
before! assumed!
purchase!!
Equal! !! !! 2.16! 365.775! .021! <.068! .114! <.293! .157!
variances!
not!
assumed!
Fashion! Equal! .009! .924! <1.057! 498! .291! <.122! .116! <.350! .105!
Consciousness! variances!
assumed!
Equal! !! !! <1.050! 358.055! .294! <.122! .117! <.351! .107!
variances!
not!
assumed!
Impulse! Equal! .822! .365! <.836! 498! .403! <.101! .121! <.340! .137!
buying! variances!
behavior! assumed!
Equal! !! !! <.844! 374.780! .399! <.101! .120! <.338! .135!
variances!
not!
assumed!
Store!Image! Equal! .000! .986! 2.15! 498! .035* <.104! .108! <.316! .108!
variances!
assumed!
Equal! !! !! 2.11! 377.686! .033! <.104! .107! <.314! .106!
variances!
not!
assumed!
Brand!loyalty! Equal! .360! .549! 2.16! 498! .023* <.007! .113! <.229! .214!
variances!
assumed!
Equal! !! !! 2.09! 357.367! .031! <.007! .113! <.230! .216!
variances!
not!
assumed!
! !
With!regard!to!gender!differences!in!terms!of!attribute!salience,!“men!give!more!prominence!to!
proximity.! Women! tend! to! trade! this! off! with! merchandise! offered! by! the! store”! (Sinha! et'al.'
2002).!This!may!be!due!to!the!fact!that!women!often!“buy!for!other!members!of!the!family!and!
hence!would!like!to!make!a!more!informed!decision”!(Sinha!et'al.'2002)!
!
Bakewell! and! Mitchell! (2006)! conducted! a! study! investigating! the! decision! making! styles! of!
males! versus! female! consumers.! Female! shoppers! in! the! study! tended! to! be! bargain! seekers,!
where! they! purchase! as! much! as! possible! at! sale! prices;! demonstrate! the! “imperfectionism”!
trait,!where!they!will!settle!for!a!product!which!is!not!precisely!what!they!require!nor!the!best!
!
in!its!category;!as!well!as!being!store!loyal,!where!they!tend!to!visit!the!same!stores!each!time!
they!shop!(Bakewell!and!Mitchell!2006).!!!
!
Promotional!Factors!
under!promotional!factors!of!sample!males!and!females.!!!
*
Table*7P*Variables*considered*under*promotional*factors*of*buying*behaviour*for*males*and*
females**
! Test! for!
Equality! of!
Variances!
F! Sig.! T! df! Sig.! Mean! Std.! Error! 95%!
Difference!
Lower! Upper!
Social!Media! Equal! 1.139! .286! .571! 498! .569! .058! .102! <.143! .260!
variances!
assumed!
Equal! !! !! .580! 383.399! .562! .058! .101! <.140! .257!
variances!
not!
assumed!
In<store! Equal! 2.719! .100! 2.08! 498! .034* <.061! .096! <.251! .128!
promotion! variances!
assumed!
Equal! !! !! 2.01! 386.196! .041! <.061! .095! <.247! .125!
variances!
not!
assumed!
Pricing! Equal! .019! .892! 2.12! 498! .013* .009! .100! <.187! .206!
techniques! variances!
assumed!
Equal! !! !! 2.07! 368.003! .017! .009! .100! <.187! .205!
variances!
not!
assumed!
Visual! Equal! 1.954! .163! 2.00! 498! .046* .018! .110! <.198! .233!
Display! variances!
assumed!
Equal! !! !! 2.01! 391.892! .049! .018! .107! <.193! .228!
variances!
not!
assumed!
Celebrity! Equal! 2.524! .113! 1.073! 498! .284! .124! .116! <.104! .352!
Endorsement! variances!
assumed!
Equal! !! !! 1.096! 388.757! .274! .124! .114! <.099! .348!
variances!
not!
assumed!
!
InPstore* promotions,* Pricing* techniques* and! visual* displays.! The! independent! sample! t<
!
!
test!was!associated!with!a!statistically!significant!effect!with!t!(498)!=2.08,!p=.034!for!in<store!
promotions,!t!(498)!=2.12,!p=.013!for!Pricing!techniques!and!t!(498)!=!2.00,!p=.046!for!Visual!
displays!According!to!the!survey!73!percent,!62!percent!and!60!percent!of!female!respondents!
strongly! agreed! with! respect! to! In<store! promotions,! pricing! techniques! and! visual! displays!
influencing!their!buying!intentions.!However!these!figures!were!significantly!low!for!males,!as!
only!43!percent,!54!percent!and!33!percent!of!them!tend!to!be!strongly!influenced!by!in<store!
promotions,!pricing!techniques!and!visual!displays!respectively.!
!
Female! consumers! tend! to! be! more! influenced! by! various! promotional! techniques! such! as!
discounts,! coupons,! etc.! when! making! decisions! relating! to! apparel! brands! as! they! are! more!
concerned! with! self<expression! and! gaining! social! approval! as! compared! to! males! who! are!
more!rational!in!their!approach.!!
!
Visual! displays! act! as! a! powerful! stimulant! for! a! female! shopper! and! drives! them! to! enter! a!
store!as!compared!to!male!shoppers!who!don’t!as!such!bother!about!the!outside!appearance!of!
a!store.!This!is!supported!by!previous!studies!which!state!that!females!have!been!found!to!be!
more!sensitive!to!the!informative!details!provided!in!advertisements!(Auty!and!Elliot,!1998),!
or! in! the! way! information! is! processed! (Laroche! et! al,! 2000).! With! particular! reference! to!
susceptibility!to!interpersonal!influence,!females!have!been!found!to!be!more!susceptible!to!the!
display!aspects!of!clothing!i.e.!value<expressive!influence,!whereas!males!were!more!influenced!
by!utilitarian!aspects!of!the!same!(Rose,!Boush!and!Friestad,!1998).!
!
Shopping*Expenditure*and*shopping*frequency*between*males*and*females*
In! order! to! identify! the! dynamics! of! male! and! female! buying! behaviour! with! respect! to!
Shopping!Expenditure!and!shopping!frequency!,!one!–!way!ANOVA!test!has!been!used.!
This!technique!is!used!to!compare!means!of!two!or!more!samples.!
!
Shopping!Expenditure!
To!examine!the!male!and!female!buying!behaviour!with!respect!to!shopping!expenditure,!the!
following!hypothesis!has!been!tested!using!ANOVA.!
!
!H2:*Males!and!females!carry!out!differences!in!their!shopping!expenditure!!
!
In!order!to!apply!one!–way!ANOVA!test,!the!assumptions!were!duly!met!as!data!was!normally!
distributed.! The! Shapiro<! wilk! test! (p>.05)! showed! that! shopping! expenditure! were!
approximately! normally! distributed! for! both! males! and! females.! Also! Levene’s! test!
(homogeneity! of! variance)! (p>.05)! (Martin! &! Bridgmon,! 2012)! verified! the! equality! of!
variances! in! the! samples.! In! Table! 8! below,! the! results! of! ANOVA! shopping! expenditure! are!
shown.!
!
Table*8*ANOVA*Shopping*Expenditure*
Sum*of*
** Squares* Df* Mean*Square* F* Sig.*
Between*
1.792! 1! 1.792! 7.96! .022!
Groups*
Within*
112.05! 498! .225!
Groups* ! !
Total* 113.842! 499! !! !! !!
!
!
As! is! exhibited! from! the! above! table,! there! is! no! statistically! significant! difference! between!
groups!as!determined!by!one<way!ANOVA!(F!(1,498)!=!7.96,!p!=!.022).!Thus!the!H2!is!rejected!
i.e.!Males!and!females!carry!out!differences!in!their!shopping!expenditure!and!null!hypothesis!
is!accepted.!Thus!we!may!say!that!males!and!females!in!the!age!group!of!18<25!years!exhibit!
similar! behavioural! pattern! when! it! comes! to! spending! money! for! apparels! and! there! are! no!
significant!differences!between!the!two!groups.!As!an!emerging!and!growing!market,!the!youth!
has! been! of! interest! in! recent! time’s! .Having! a! general! liking! for! purchasing,! this! cohort! has!
significant! spending! power! and! is! likely! to! spend! impulsively! given! the! amount! of! free! time!
they! have! for! shopping! (Der! Hovanesian,! 1999;! Gardyn,! 2002;! Ma! and! Niehm,! 2006).! The!
Indian!consumers!today!are!becoming!more!materialistic.!The!Indian!consumers!need!global,!
branded! and! local! products.! (Khanna! and! Palepu,! 2006).! The! growth! of! Information!
technology,! rapid! changing! fashion! trends! have! made! today’s! youth! extremely! fashion! savvy!
and!Brand!conscious.!Generation!Y!research!conducted!by!Yarrow!and!O’Donnell!(2009)!show!
that!men!spend!far!less!on!shopping!than!their!female!counterparts.!However,!with!changing!
times,! it! is! evident! that! men! of! Generation! Y! are! spending! more! on! shopping! for! apparels! as!
compared! to! men! of! previous! generations.! This! is! also! because! today! men! are! equally!
conscious!of!their!looks!and!appearance!as!women.!
!
Shopping!Frequency!
To!examine!the!male!and!female!buying!behaviour!with!respect!to!shopping!expenditure,!the!
following!hypothesis!has!been!tested!using!ANOVA.!
!!!!!!
H3:*Males!and!females!carry!out!differences!in!their!shopping!frequency!!
!
In!order!to!apply!one!–way!ANOVA!test,!the!assumptions!were!duly!met!as!data!was!normally!
distributed.!The!Shapiro<!wilk!test!(p>.05)!showed!that!shopping!frequency!respectively!were!
approximately! normally! distributed! for! both! males! and! females.! Also! Levene’s! test!
(homogeneity! of! variance)! (p>.05)! (Martin! &! Bridgmon,! 2012)! verified! the! equality! of!
variances! in! the! samples.! In! Table! 9! below,! the! results! of! ANOVA! shopping! frequency! are!
shown.!!
*
Table*9*ANOVA*Shopping*Frequency*
Sum*of*
** Squares* df* Mean*Square* F* Sig.*
Between*
2.242! 1! 2.242! 9.46! .001!
Groups*
Within*
118.23! 498! .237!
Groups* ! !
Total* 120.472! 499!
! ! !
!
As!exhibited!from!the!above!table!there!is!no!statistically!significant!difference!between!groups!
as!determined!by!one<way!ANOVA!(F(1,498)!=!9.46,!p!=!.001)!Thus!the!H3!is!rejected!i.e.!Males!
and!females!carry!out!differences!in!their!shopping!frequency!and!null!hypothesis!is!accepted.!
Thus! we! may! say! that! males! and! females! in! the! age! group! of! 18<25! years! exhibit! similar!
behavioural! pattern! when! it! comes! to! shopping! frequency! for! apparels! and! there! are! no!
significant!differences!between!the!two!groups.!Males!and!females!today!have!an!equal!level!of!
exposure! with! respect! to! every! little! aspects! of! life.! Be! it! education,! career,! work<life,! extra! <
curricular!activities!etc.!women!are!increasingly!focussed!and!goal<!oriented.!Both!the!genders!
extensively! make! use! of! the! information! and! communication! technology! and! don’t! hold! any!
gender! differences! attributable! to! shopping! frequency.! Males! do! not! consider! shopping! as! a!
!
!
feminine!activity!and!are!increasingly!eager!to!shop!for!apparels!as!much!as!their!counterparts.!!
Otnes! and! McGrath! (2001)! conducted! a! study! investigating! the! perceptions! and! realities! of!
male! shopping! behaviour! in! which! the! findings! contradicted! the! general! male! shopping!
stereotypes!of!“Grab!and!Go”,!“Whine!and!Wait”!and!“Fear!of!the!Feminine”.!Accordingly,!it!was!
concluded! that! “men! often! evaluate! alternatives,! bargain,! and! even! shop! in! “feminine! stores”!
(Otnes!and!McGrath!2001).!There!are!many!reasons!for!this,!such!as!the!changing!perceptions!
of!shopping!which!is!now!seen!as!something!“fun!and!sociable”!(Yarrow!and!O’!Donnell!2009)!
and!a!way!of!spending!time!with!friends;!men!have!“gotten!more!particular!in!their!tastes;!and!
retailers!have!gotten!better!catering!to!them”!(Yarrow!and!O’!Donnell!2009).!Inevitably,!gender!
differences! are! slowly! fading! as! a! “! shift! towards! gender! convergence”! becomes! more!
prominent!(Yarrow!and!O’!Donnell!2009)!and!generally!,!“there’s!much!more!freedom!for!men!
to! explore! formerly! female! categories! like! cooking! and! clothes,! and! for! women! to! dip!
traditionally!guy!categories!like!extreme!sports!and!yard!care”!(Yarrow!and!O’!Donnell!2009).A!
study! analyzed! the! significance! of! demographic! profile! of! consumers! affecting! the! purchase!
decision! of! branded! garments! and! to! observe! from! gender! perspective! the! consumer!
awareness! about! apparel! brands! available! in! the! Indian! market! and! also! to! find! out! whether!
there!is!a!significant!difference!in!total!expenditure!on!branded!apparels!done!by!males!vis<!a!<!
vis!females.!The!results!reveal!that!there!are!no!significant!differences!in!the!brand!awareness,!
shopping! frequency! and! shopping! expenditure! between! males! and! females! (Rajput,!
Kesharwani,!Khanna,!2012).!
!
Nevertheless,!retailers!must!still!note!that!the!main!“interests”!of!both!men!and!women!have!
remained! almost! unchanged,! with! men! spending! “! big! on! luxury”! (Smith! 2008),! as! well! as!
preferring! to! purchase! “music,! electronics,! games! and! sporting! equipment”,! while! women!
prefer!to!shop!for!“!clothing,!accessories!and!home!decorations”!(Yarrow!and!O’!Donnell!2009)!
!
DISCUSSIONS*AND*IMPLICATIONS*
A) The! study! indicates! that! Consumers! are! aware! of! most! of! the! national! and! International!
brands! available! in! the! country! and! have! immense! craze! for! shopping! in! malls.! This! has! a!
very!important!implication!for!the!marketer!as!they!must!take!effective!steps!to!ensure!that!
they!create!an!entertaining!shopping!environment!cognisant!of!the!fact!that!the!longer!the!
shoppers’! stay! in! a! store! and! more! goods! they! are! exposed! to.! So! providing! various!
enhancements! to! shopping! experience! in! terms! of! amenities! like! cafes,! various! forms! of!
entertainment!etc.!might!increase!the!sales!volume.!
!
B) Given! the! erratic! and! ever<changing! mind<! set! of! the! young! consumers,! marketers! must!
understand!their!shopping!behaviour!and!make!persistent!marketing!efforts!to!transmit!the!
frequency!of!buying!behaviour!from!occasionally!to!frequently.!This!could!be!done!through!
various!promotional!offers!which!can!act!as!a!powerful!stimulant!for!a!consumer!to!visit!the!
store! and! shop.! Indian! consumers! today! have! become! all! the! more! value! conscious! and!
given! their! budgetary! constraints,! it’s! extremely! important! for! the! marketer,! to! come! up!
with!low!range/!eco<!range!of!products!to!cater!to!a!larger!segment.!
!
C) Taking!the!gender!perspective!into!consideration,!it!was!revealed!that!female!respondents!
place!greater!importance!to!attributes!such!as!Physical!facilities,!Variety,!Style,!Family!and!
friends,! store! image,! Brand! Loyalty,! Preference! to! wear! and! try! before! purchase,! and!
promotional! factors! as! compared! to! their! male! counterparts.! Female! shoppers! tend! to! be!
bargain! seekers! when! it! comes! to! apparels! and! their! purchase! decisions! are! significantly!
influenced! by! discount! schemes.! Thus! marketers! must! embed! this! in! their! strategies! by!
!
coming! up! with! appealing! advertising,! convenient! locations,! low! prices! for! their! female!
shoppers.!
!
D) The!study!reveals!similar!behavioural!patterns!between!males!and!females!with!respect!to!
shopping!expenditure!and!shopping!frequency.!This!has!a!very!important!implication!for!the!
marketer! as! they! must! understand! that! men! of! today! are! equally! conscious! of! their! looks,!
appearance!and!style!as!are!females.!Hence!it!is!imperative!that!a!wide!range!of!products!in!
terms!of!variety,!latest!trends,!colours!etc.!be!available!for!this!gender!as!well.!Gone!are!the!
days!when!colour!pink!was!only!associated!with!females.!The!male!gender!today!has!equally!
become!experimental!and!prefer!variety!of!vibrant!colours!as!do!their!female!counterparts.!!
!
E) This! study! contributes! to! academia! by! providing! a! conceptual! framework! to! understand!
apparel! buying! behaviour! of! young! India! consumers.! Practitioners! may! also! utilize! this!
model!in!the!present!study!to!improve!their!retailing!strategies!to!increase!their!retail!sales!
by! offering! well<maintained! retail! services,! facilities,! promotions! and! quality! merchandise.!
The!marketers!must!play!a!decisive!role!to!understand!the!Consumer!buying!behaviour!for!
branded!apparels!and!cater!to!this!younger!segment!more!profitably.!!
!
F) Marketers! need! to! put! in! their! best! efforts! to! deeply! understand! the! consumer! behaviour!
rather! than! just! concentrating! on! ambience! and! sheer! novelty! to! increase! sales.! With! fast!
changing! trends! in! fashion! cycles,! it! is! imperative! for! the! marketer! to! be! dynamic! and!
flexible!in!their!approach!for!a!better!understanding!of!consumer!behaviour.!This!will!lead!
to!a!reduction!in!failure!rate.!Marketer!must!do!away!with!unnecessary!increase!in!overhead!
expenses! and! offer! variety! of! products! at! cheaper! prices.! They! must! come! up! with! good!
business!models!and!have!a!whole!new!orientation!to!meet!customer!demands.!The!study!
represents!the!young!consumers!in!the!age!group!of!18<25years!also!called!a!‘Twixter’.!For!
this! group,! marketers! should! focus! on! and! emphasize! the! attributes! that! have! been!
considered! to! be! the! most! influential! in! buying! decisions.! The! key! to! win! their! confidence!
and! retain! them! is! to! understand! deeply! their! needs! and! to! deliver! more! value! than! the!
rivals.!
!
LIMITATIONS*AND*SUGGESTIONS*FOR*FUTURE*RESEARCH*
The!study!is!only!limited!to!Delhi/!NCR,!Bangalore!and!Chandigarh!region!and!hence!findings!
cannot!be!generalized!universally.!The!study!investigates!the!buying!behaviour!for!the!apparel!
segment! only.! Future! studies! may! examine! buying! behaviour! in! other! retail! segments.! ! Also,!
the! current! study! focusses! on! apparel! buying! behaviour! in! a! retail! store.! Future! studies! can!
examine!online!apparel!buying!behaviour!or!buying!through!other!retail!formats.!The!present!
study! is! based! on! the! consumer! buying! behaviour! of! branded! apparels! of! only! 500!
respondents.!Hence!the!sample!may!not!be!the!true!pointer!of!the!entire!universe!and!a!larger!
sample! size! may! be! considered! for! future! research.! The! present! research! has! not! considered!
age!groups!beyond!18<25!years.!Hence!the!!!representative!sample!chosen!for!the!study!can!be!
expanded!to!include!consumer!groups!such!as!middle!–!aged!or!elderly!groups!to!get!a!more!
comprehensive!insight!of!consumer!buying!behaviour.!Also,!a!future!study!on!apparel!buying!
behaviour! of! female! consumers! per! se! can! be! examined! in! a! country! like! India! as! several!
literature!revealed!this!segment!to!be!highly!lucrative!and!potentially!profitable!as!they!are!the!
chief!purchasing!officers!and!decision!makers!in!majority!of!households.!
!
!
References*
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www.technopak.com.!
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Bakewell,!C.!and!Mitchell,!V.W.,!(2006).!Male!versus!female!consumer!decision!making!styles.!Journal!of!Business!
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Dynamics of Female Buying Behaviour: A Study of Branded Apparels in India

Article in International Journal of Marketing Studies · July 2012

Namita Rajput Subodh Kesharwani

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